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LeadRival LIVE: Episode 3 – SEO For Attorneys
Bria and Aaron discuss SEO tips for attorneys and law firms!
Join us as we discuss how attorneys can incorporate SEO into their website and content!
Read below for the full transcript of the LeadRival LIVE session with Bria and Aaron.
Hey and welcome back to Facebook LIVE! I’m Bria Fox and today I have Aaron, our SEO and Web Developer here at LeadRival, and we’re going to be talking about SEO and how your firm can utilize it.
So, let’s just begin with – what is SEO?SEO [Search Engine Optimization] is a strategy for getting an organic result in search engines. The basic goal is getting on page one [of Google]. For everybody, getting on page one will bring you more business, pretty much. The organic results are just under the pay per click ads and just to the left of My Business page, the map listings, etc.
Alright, and how can an attorney select the right keywords for their website?First off, you need to know your services. Are you a personal injury attorney that specializes in slip and fall, car accidents? If you specialize in everything, write down a list of all those keywords. Number two is research the keywords. You can use tools like MAS, SEM Rush – throw that list of keywords into there, find out keyword volume, keyword variations, keyword competition. If you find a keyword that has high volume and low competition, that’s considered a low hanging fruit. You want to attack those and see if that works for you.
Okay, so with keywords, what are long-tail keywords and why should we use them?Well, your average searcher is getting smarter now. They’re not typing in something like “bankruptcy”. Now they’re typing in “how to file a bankruptcy in Florida” or something like that. So that’s a long-tail keyword. Long-tail keywords are basically something that’s three or more words. Your searcher is getting smarter than that. No one is typing in “bankruptcy”, no one is typing in “donuts” or anything like that. They’re typing in exactly what they want. Google wants to serve them exactly what they want.
Okay so, that means you can kind of think of it as if you grab your phone and you instantly just search something with your voice-to-text. It’s something that just pops out of your head.Yeah, Google’s algorithm is crazy. It’s casual. It’s almost like we’re having a conversation. You’re not just going to look at me and say “Aaron, Donuts.” and I’m going to know what the heck you’re talking about. You’re going to say “Hey, where’s the best place to find some bear claws around here?” That’s how the average searcher is also using Google.
That’s pretty cool! Is there a difference between the keywords that are location based or just generic keyword search terms?Location based [keywords are] huge right now. We’ve seen a huge shift in local search. So serving up generic keywords on your website isn’t the way to go anymore. Even if you’re a national company, nationwide search is hard for a company that’s based out of Florida, but wants nationwide coverage. It’s harder that way. So what you want to do is you definitely want to geo-target your area and start that way. 100 percent.
Could that be cities, counties, …Cities, counties, street address, you can even go as big as state as long as you have a big presence in that area. You should be good to go. I definitely wouldn’t recommend trying to optimize nationwide [keywords] if you haven’t tried to tackle your local area yeat.
And as far as generic search terms?Once again, Google wants to serve up results for their users that makes sense to that user. If the users aren’t searching generically, then why should you focus on generic terms yourself? You should help those users out, yeah.
What is Google My Business and why should everyone/every firm use it?Google My Business – that kind of piggy backs off of this local search thing we just talked about. It’s basically Google’s local directory. It’s Google’s directory of businesses. If you’re not in there, you’re not going to be served up on the right side of the results. With the way traffic is these days and searches these days, mobile traffic I believe – and this is a fact, I don’t know the exact number, but mobile traffic is about 60% of all search traffic. So that’s bringing desktop traffic down to 40 and so you know, with your phone, mobile traffic – you have big brother. Everybody knows where you are. So if you’re driving down the street and you’re doing a search, you want your business in Google My Business. It’s a free service provided by Google. You want that in there. That way, your result will show up in those listings in that area.
That also includes maps! If you don’t have a website right now and you’re working on it, you can actually make a “website” off of Google My Business. It’s not really in depth, but at least put your name out there and link your location on the map. Some of it is really useful!Yeah it is! It’s free, it’s really easy to set up. You just need a Google account, preferably your business Gmail account, loaded with your storefront images, your team images, you put in your actual physical address in there, some of the services you offer. And what happens is, like I said, if you’re driving down the street and you don’t have a Google My Business listing and someones driving down the street and they search something, they’re most likely going to find your competitor and those Google My Business listings and not you. So when it’s something you can get accomplished in about five to ten minutes in setting up, 100% do it. Every business that has a store front needs to do it.
Just kind of going back to what I said on the website side, if you guys do have a website, what would you give tips for as far as SEO on your website structure and how does that play into each other?A lot of times you hear web development and then you hear SEO. I’m a firm believer that your web development and website structure is a part of SEO. If you’re not laying down the proper foundation, then all of that pretty stuff that you put on top is not going to work. So with that structure, my strategy is to optimize for search engines and users. Google has a ton of signals to help determine the websites quality, but they also have signals that they get from your visitors on where your website is quality or not. So, if someone visits your website and they’re not really getting what they’re looking for, they leave real quick. That affects your bounce rate. Bounce rate is a signal Google sees and if you have a high bounce rate, google sees that and says: “This website isn’t worth showing to our users. Let’s start showing them their competitor’s website. So if you lay the right foundation, that’s going to help tremedously.
I also did some research myself here and I noticed that if you have multiple locations, don’t have a location page and list them all out. Try having a different page on your website for each city or location that you have. That will pull up on Google as well.
That’s all for today! If you haven’t already, subscribe to our email alert list at leadrival.com/leadrival-LIVE. Thanks for joining us!
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